Gruen 'Our 'Motherland'

The BriefConvince the Australian public that we need an all female parliament.

Our conceptAlign the trust we have with our mothers and the women in our lives, with the running of our country - the motherland.

The insightSociety sees men as being more decisive but they are less likely to ask the opinions of those around them. Multiple research studies have found that women do make great leaders for various reasons. When it came to creatively bringing this insight to life, we felt mothers personify women who look out for the greater good.